Oatly’s communication style follows a few principles:

• Radical honesty

  • They admit flaws, doubts and awkward truths before you can call them out.

• Self-deprecation as confidence

  • Making fun of themselves is the point.

• Literal absurdity

  • They take figurative ideas and execute them visually

My Oatly ads

Will this make people try oat milk? Maybe.

Has Oatly seen the ads and liked them?